BMW UK dealer network
Supporting dealers online for over 15 years
- 24% increase in visits year on year
- Over 100 new model launch
and quarterly campaigns delivered
- Multiple leads generated for each dealer
In 1999 we were tasked with supplying a multi-website content management system for BMW UK and their official dealership network through their Bristol-based marketing agency EMO.
The dealership websites needed to reflect the BMW corporate identity and the CMS had to give each dealer the tools with which to manage specific content on their websites. A key requirement was to give the BMW UK marketing team central control over the website content.
How we did it
We provided the following products and services:
- Website design and build
- Multi-website content management platform
- User interface design & development
- Search engine optimisation
- Hosting, maintenance & technical support
- 3rd party application integration & management
- Account management
- Project management
- Reporting & analytics
Using our multi-website CMS platform, Changing Pages, we built a local website system that gave dealers the ability to create and manage content at a local level, whilst also giving the BMW UK marketing team the ability to create and manage content at a national level, putting quality assurance processes in place to ensure dealers' content stayed within brand guidelines.
Local level website content management
Each dealer could perform the following tasks using the CMS:
- Add and create news articles
- Edit text and images
- Create finance examples
- Create new pages
- Create new web banners
- Create event pages and data capture
- Schedule content for publication
- Manage address, opening times and contact details
- Post vacancies
- Manage rental vehicle stock
Elements of this content, for example news articles, were passed through a quality assurance process to the BMW UK marketing team prior to publishing, to ensure consistent on-brand messaging.
National level website content management
The BMW UK marketing team could perform the following tasks at a national CMS level, creating and publishing content to all or specified dealer websites:
- News articles
- Web banners
- Special offer pages
- Finance examples
In addition, new dealer websites could be quickly and easily launched, accompanied by a local CMS to provide the desired level of control to the dealership.
New model content was integrated into the dealer websites directly from the UK national website - www.bmw.co.uk along with BMW Approved Used car content.
We provided three different versions of public websites for the dealer network.
- Full dealer websites
- Service only websites
- Group websites
Between their launch in 1999 until project completion in February 2015, the BMW dealer website network delivered an average of 24% increase in visits year on year, generating multiple leads covering test drives, service requests, brochure requests and contact us requests.